Published April 14th, 2007
Apple Runs Out Of Things To Say
The latest yawn-fest PC v Mac commercials would indicate that Apple has run out of things to say about it’s own PC hardware products ( yes - Macs are PC’s too). Instead they are continuing down the "PC’s are Evil" road. I’m sure this approach goes down well with the zealot fan base who laugh mockingly down their noses at the poor old non-Mac computer users. But you have to ask yourself as a PC user (which over 90% reading this will be), do you enjoy being made fun of ? Being ridiculed and made to feel stupid and small for your choice of computer hardware ? Do these ads make you want to leave your PC out on the kerb on rubbish day and trot off to the local Apple store with a suitcase full of cash. No, they make you want to punch the crap out of the smarmy little brat playing the Mac PC.
Sure the early ads were clever, humorous and poked fun at the many foibles of Windows and the PC’s it runs on. We all got a chuckle watching those. But a monkey could have written those ads, it was like shooting fish in a barrel, even Apple would admit that. As the campaign has progressed it’s spiralled down from the heights of witty and clever to become a little embarrassing frankly.
I‘m not going into a whole debate and article about the actual facts of Windows PC’s versus Mac OS.X PC’s. We all know the score there. I’ll cover that in a future article. For now we’ll let the Apple Reality Distortion Field carry on unabated.
As if we needed more proof that the message has become lost along the way from initial campaign conception to the current implementation of today… What is supposed to be the "take-away" from this ? That things never change ? Really… that’s all you’ve got left in the ideas tank. Maybe things would have changed if Bill Gates hadn’t taken out his wallet and chipped in a lazy US$150M, back in 1997 to save Apple from sliding off into oblivion.
Time to get a new PR firm Apple. One with a new message. One that promotes YOUR products, not simply taking pot shots at easy targets, ie: the +90% of the worlds computer users that don’t use your hardware. I’m sure you’re paying them a tidy sum to pump out this tired boring warmed over idea. You deserve to get value for your money…
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